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20 July, 19:14

Building brand equity can involve leveraging secondary associations which can be derived in a variety of ways. Linking the BMW car brand to reliable German engineering is an example of the what kind of secondary association?

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  1. 20 July, 21:30
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    Country of Origin

    Explanation:

    The aim of leveraging secondary association is to build a new brand by taking advantage of an existing popular brand as this makes the process easier.

    Different factors of the parent brand like country of origin, distribution channels and prior knowledge are considered before deciding the right association to leverage on.

    Some countries are reputable for high qualities of certain product. Just as Japan is to electronics, automobile is to Germany, that is the reason that the country of origin is a factor to consider in deciding secondary association for leveraging as in seen in the question
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